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Which of the following sections of an annual marketing plan would contain plans to be
implemented if specific threats or opportunities should occur during the planning
period?
A.Action plan
B.Marketing strategy
C.Profit-and-loss statement
D.Contingency plan
Which of the following is characteristic of physical positioning analysis of a brand?
A.Represents impact of product specs
B.Limited number of dimensions
C.Need for marketing research
D.Perceptual measures
Which of the following advantages of pioneers is particularly pronounced when the
product is technically sophisticated and involves high development costs?
A.Possibility of preempting scarce resources and suppliers
B.Distribution advantages
C.High switching costs for early adopters
D.Economies of scale and experience
Marketing decision makers, while seeking to win a particular position in a customer's
mind, endow their product with various kinds of attributes. The speed of a computer
system, the roominess of a car, and a product or service being user-friendly are
examples of which type of categorization based on such attributes?
A.Simple physically based attributes
B.Complex physically based attributes
C.Essentially abstract attributes
D.Price
What is the major marketing objective for followers, particularly larger firms entering a
product-market shortly after the pioneer?
A.Defend market position
B.Develop only a niche strategy
C.Attain share growth
D.Start discrete price wars
Customers are surveyed and asked their preferences among various real or hypothetical
product configurations, each with attributes that are systematically varied. This is an
example of a:
A.conjoint analysis.
B.cluster analysis.
C.logit analysis.
D.discriminant analysis.
A(n) _____ refers to the margins that a buyer generates over a lifetime less the cost of
serving the customer.
A. product lifetime value
B. inventory index
C. customer lifetime value
D. chain ratio
New-to-the-world products can be defined as:
A.true innovations that are new to the firm and create an entirely new market.
B.a product category that is new for the company introducing it, but not new to
customers in the target market.
C.existing products that are targeted at new applications and new market segments.
D.items providing improved performance brought out to replace existing products.
_____ involves a company providing technical know-how and components in return for
a share of the output that it must sell.
A. Buyback arrangement
B. Countertrade
C. Coproduction
D. Joint ventures
Which of the following statements is true of an adoption process?
A. Social media hardly influences the speed of the adoption process.
B. Legitimacy of the new product is irrelevant to the adoption process.
C. The speed of the adoption process depends on the relative simplicity of a new
product.
D. The adoption process always resembles an inverted V-curve when plotted on a
cumulative basis.
Which of the following observations best describes new-to-the-world products?
A.They are new to the company but not to the market.
B.They are often not very innovative in design or operations.
C.They are aimed at new customer segments or repositioning of existing products.
D.They try to build primary demand by creating product awareness.
